Despite the success, Carlsberg faces numerous challenges in the country, where each of its 29 states has its own rules, and the beer producer is thus forced to have breweries in every single one of them.

Jensen explained that the company now concentrates on 55 main cities and develops its national strategy based on what works there.

Great financial loss

Meanwhile, the company’s financial report for 2015 shows Carlsberg recorded a net loss of 2.6 billion kroner, particularly due to problems in Russia, Eastern Europe and China.

Carlsberg sold 4 percent less beer (based on volume) last year and the company’s operating profit dropped by 8 percent compared to 2014.